Question

Topic: Student Questions

Thesis Help - Market Research

Posted by jsa.camacho on 4/17/2013 at 10:38 AM ET 125 Points
Hi there, I am a 4th year International Business and Management Studies (IBMS) student in the Netherlands. It is quite a broad study (International Marketing, Finance, Economics, Consultancy, Risk Management, Logistics, HRM etc.) thus I never really focused one on aspect of business - which is a both positive and negative thing.

I need to write my thesis in order to graduate, so I've been looking for companies in the Netherlands that are looking for opportunities abroad, or companies abroad who are looking for opportunities in the Netherlands/European Market (e.g. market entry, export plan, international business plan etc.) but up until now I couldn't find any company. Which is really unfortunate, because I think I would really enjoy doing this

I could say that I've been lucky enough to have had the opportunities to visit different countries (also as part of my studies). I spend a few months in Asia and visited many countries there. I've spend time with the locals, but also visited touristy places & saw how the locals/foreign investor made it appealing for tourists.

Now I've also visited Cape Verde before (small islands in the Atlantic Ocean, near the West coast of Africa) which in the past few years has really developed itself (mainly 2 islands) as a new tourism destination spot.

While I was in Asia there were many moments when I thought "Hey Cape Verde should/could do this too, to make it more attractive to tourist" As I see it now the 2 islands with the most tourism are Boa Vista and Sal (Another island Fogo but that's more for if you want to see a Vulcan), on these islands you can find luxury resorts near the beach with swimming pools and fun activities for the whole family. But outside of these resorts there aren't any special activities for tourists, apart from spending time among the local people, or having lunch/dinner in little shops and/or restaurants (bigger cities).

What I would like to research and propose to either the government or a local investment company, or perhaps even foreign investors: opportunities to invest in, opportunities that will also help develop the country. For some reason I feel that Cape Verde has so much potential! (Not only tourism but also e.g. real estate).


But now here comes the problem: I don't know how to approach this, I'm not sure how to make this into a thesis project. I feel passionate about it, but at the same time a bit unsure and lost. At the moment I dont have the financial means to visit Cape Verde due to my recent 5 months stay in Asia and before that the UK). Thus I'll need to find a company or institution in Cape Verde that can provide me with some information for my report - there aren't many recent (academic) reports about Cape Verde available online.
And since this topic in my mind is still a bit vague and I feel a little bit lost I don't even know how to approach a local company (or perhaps even the government) in Cape Verde and convince them with my plan

Any tips on how to approach this? Might this be too much for a thesis topic? I have no clue which steps to take from here :(
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RESPONSES

  • Posted by telemoxie on 4/17/2013 at 1:10 PM Member
    thank you for your well thought out and sincere question. The very best of luck to you as you begin the transition from education to the workforce.

    I understand that you have a particular point of view or opinion, and you would like to use your efforts to change the world in a small way and to make things better. Those are good and lofty and honorable goals and ambitions.

    Unfortunately, despite the fact that your instructors have worked very hard to convince you that you now have the skills and tools you need to start telling people what to do... I don't think that the international business community is sitting around waiting for your advice.

    In my personal situation, I would generally not accept advice from anyone with less than 10 years of relevant business experience.

    So what are you to do? How can you get experience, when having relevant experience is a prerequisite?

    Here's one idea you might consider. Instead of trying to tell the world how much you know and how special and wonderful your ideas are, and why they should listen to you rather than depend on their experience and connections and current experts...

    ... Maybe you could begin by selecting a few companies, studying them, setting up Google news alerts, read their annual reports, read their press releases, and after identifying the challenges and issues they are facing, you might identify an opportunity in which some specific business management analysis tool you understand could be employed in moving them towards their goals.

    In other words, don't try to be captain of the ship right away.

    I wish you the very best of luck, and I hope you take this advice in the spirit in which it is intended. If I can ever personally be of service to you, please click on my profile and send me an e-mail.

    Take care.
  • Posted by Moriarty on 4/17/2013 at 4:01 PM Accepted
    As I see this, you are suggesting that Cape Verde broadens out its current tourist attractions from sunny beaches to other things too. I'm thinking of you visiting Thailand and seeing the crocodile farms and elephant rides ... and the Dusit Zoo.

    There's two sides to this. Do current tourists to Cape Verde ever get bored? When I was at uni, a friend of mine said that he was going to Majorca for a holiday. I looked at him in complete amazement - he wasn't the kind of person to lie around on beaches all day. Oh, no, he said. I'm going hiking in the inland hills, nobody ever goes there. They just lie on the beach all day, and go to discos at night. They never even walk a kilometer from their hotel let alone take a bus into the hinterland. In Spain there are people who offer a "Full English Breakfast" and "Fish and Chips" and English beer on tap for the visiting Brits because they don't like the local food*. (*What's the point in visiting Spain, Madeira or Thailand if you don't try the local delicacies - mind you I do draw the line at fried locusts).

    You need to research WHO is going to the Cape Verde Islands and WHY.

    Because if it's like the above scenario, it might be that there's no real opportunity. More importantly there are many beach resorts who are feeling the pinch right now - southern Spain, Portugal. They could do with some more tourists, the problem is of investment of course.

    You need to find out if there is even the possibility of tourists being interested in anything else but beach hotels and discos. After all, these people do marry and have children - and sometimes want beach holidays with a difference.

    Are you beginning to see my drift here? There is a rough structure beginning to form. As to whether it's worthwhile would form the basis of a valid thesis. What's more important is to employ locals with modest investment - because the banks aren't lending right now, are they? It's not an easy corner to get out of.

    **************************************

    In essence your question should be: "Is it sensible to have other entertainment facilities on Cape Verde* when everybody just wants a white beach and a disco" (*This could apply to any beach resort in Europe).

    **************************************

    It's not just a question if Cape Verdeans could do this, but of whether visiting Europeans would want to!

    What's your take? BTW I live near Utrecht.
  • Posted by Gary Bloomer on 4/17/2013 at 6:22 PM Accepted
    GREAT QUESTION!

    Well done that man! (or woman ... not sure).

    Anyway ... I need to think about this a little more BUT, off the top of my head:

    Perhaps this is less academic than you might imagine. There's really very little that's academic about building hotels and infrastructure and then offering a tropical paradise to tourists. That said, the following link offers links to a few papers: https://en.wikipedia.org/wiki/Tourism_in_Cape_Verde

    Then, at the less than academic end, there's this:
    https://www.tripadvisor.co.uk/Hotel_Review-g482848-d1479868-Reviews-Hotel_S...

    https://www.capeverde.com/islands-news/the-rise-of-tourism-cape-verde-sees-...

    Well DONE indeed on writing a great question that shows thought, attention to detail, and a desire to help yourself. You have no idea how much a ray of light your input is.
  • Posted by jsa.camacho on 4/17/2013 at 6:58 PM Author
    Thank you for all the comments I really appreciate it!!

    @telemoxie: thank you for your honesty, I do see that perhaps my idea (especially how I described it) may be too ambitions. Nevertheless I do believe with the right research I could contribute too something

    @Moriarity: thank you! I hadn't seen it from that view point: indeed it is important to define who is going and why they are going! Indeed there might not be need for any other activities on the island.
    Hahaha yes I've been to Thailand as well (amazing country). But I do believe that Cape Verde could also attract other "types" of tourist. E.g I was thinking Cape Verde has a lot of mountains, with thus beautiful views & small waterfalls. This could attract the more "sporty - type" tourist. They might need a guide & who know these mountain better than the actual locals? (Some even live high up in the mountains). And so there are more little things that can be done by locals (perhaps also even with the financial support of the luxury resorts owners who would want to add more activities in their package)
    But it is as you said, there should be a need for it, as Cape Verde has only been promoted as a luxuries getaway and not as a backpacking/ sporty vacation destination - but ey this could change!?
    If such activities are available, European/American agencies can just update their information & Cape Verde could add a few more scenes in their promo vid about it being a destination for all.


    @Gary Bloomer: I'm a girl haha and thank you for the links :)

    AAAAAHRGH I have so much to think about and consider and yet still make sure that it fulfills the criteria that the uni has set haha. Feeling less lost yet still lost and confused haha
  • Posted by Gary Bloomer on 4/17/2013 at 7:06 PM Member
    No problem. I'll think on this a little more and get back to you later. Must be the wee small hours of Thursday morning with you: get some sleep!
  • Posted on 4/17/2013 at 8:15 PM Accepted
    Your original post is a good example of inside-out thinking. It's all about what you want to do. Marketing, on the other hand, is all about what customers want and how to satisfy their needs. And, since we are a group of marketing professionals, the thing that's really missing from your question is "Who is the target audience and what is their most important unmet need?"

    Once you have that two-part question answered, this becomes a manageable marketing project. If you start with trying to push an idea of yours onto an ill-defined audience, you'll be frustrated forever.
  • Posted by Jay Hamilton-Roth on 4/17/2013 at 8:51 PM Accepted
    A good source of information is likely to be travel agents/tour operators that specialize in this region. Who books trips? What do they recommend? Why? What do people tell them after visiting the region?
  • Posted by jsa.camacho on 4/18/2013 at 5:13 AM Author
    Thanks for the input mgoodman & Jay hamilton, had indeed not thought of that yet!
  • Posted by jsa.camacho on 4/23/2013 at 3:08 PM Author
    Thank you everyone, I think I will pursue this research :)
  • Posted by Moriarty on 4/23/2013 at 4:29 PM Member
    Do return sometime to let us all know how you got on, okay? Any problems, you're always welcome here. You're also welcome to answer - believe me, we all learn a tremendous amount. (Especially dopey me!)
  • Posted by jsa.camacho on 4/29/2013 at 11:57 AM Author
    Is it possible to ask another question/advice?
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